“I’d like to think that we were part of the creation of the tween gamer space. It was completely unattended by publishers before. We got into it slowly, with a little on GBA and then on DS, and over time have put a lot of energy into developing content girls like.

“It’s not easy to do, for sure: it’s about thinking about what girls enjoy, what content they want, how they might play games differently, how the gameplay evolves and the difficulty grows. You have to talk to that audience – we have done a lot of focus testing. I’m glad other publishers are finally waking up to it and realising that there is a whole generation of gamers out there that will play provided we make games for them.”

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About The Editor

I am a 'youth media and marketing expert' who has for the past fifteen years, been developing business strategies, producing, creative directing and editing pop-culture and 'lifestyle' oriented content and marketing initiatives geared towards tweens, teens, millennials, and young adults through a variety of medium including the internet, print, video, audio, and live events.

I always stay on-top of news items that discusses the latest media and marketing initiatives targeting this elusive group, and have collected them here at "Don't Call Me A Tween".Below is a list of some of the companies I have worked or consulted for: